Entry strategies for ‘planned giving’ donor products adopted by British charities: An empirical investigation

In April 2000 the British Government legislated to provide UK citizens with a wide range of tax concessions on charitable donations, enabling registered UK charities to develop and launch new donor products similar in form to the ‘planned giving’ instruments that for many years have been available to supporters of US nonprofit organisations. This paper presents the outcomes to a study of the progress so far achieved by a sample of 89 British charities in their attempts to introduce planned giving products. The investigation explored the roles of certain market and other situational factors in motivating charities to establish planned giving instruments, the antecedents and consequences of heavy investment in the marketing of these new donor products, the main marketing methods employed; and the respondents' perceptions of the major problems involved and barriers to successful introduction.